LOGMEIN
Enabling work without boundaries
The LogMeIn story is legend around Boston. Every entrepreneur knows it, and for good reason. Less than 15 years after opening shop, LogMeIn had ridden its SaaS and cloud-based remote work tools to annual revenues north of $1B. But while sales were great, usage was sagging. LMI wanted more users to know more about the products they were using. Enter Grove. The bulk of our work, to start with, would be content. “Script, shoot, cut, traffic, repeat.” A year and a dozen-plus video pieces later, the work was working.
What we did:
Production
Broadcast
Advertising
Digital
Messaging
Radio
Enter “The Brad”… a humorous but odd embodiment of every IT cliche and trope going. The Brad endured the contortions and embarrassments IT professionals suffer on a near-daily basis—just to keep their users happy. And as The Brad showed us, “IT may get a bad rap, but it ain’t for lack of trying.”
“We feel your pain.” TV spots struck an empathetic note—funny, but still empathetic—to find and connect with new users.
A nearly dialogue-free TV spot—intended for a hugely diverse audience in Western Europe—supported the first international launch of Join.Me. “Better meetings for all.” Hear, hear!
